Car Design Dialogues North America: Future of Pick-ups

The final panel discussion of Car Design Dialogues North America 2022 was titled “Future of pick-ups”. Ryan Nagode of Stellantis and Ryan Vaughan of General Motors joined writer and critic Karl Smith to discuss opportunities in the segment. “Heritage manufacturers like RAM, GM and Ford are still appealing to their base,” said Smith. “Truck buyers tend to be a more conservative lot. They like the conservative typology, the functionality and ruggedness.

“The pick-up is the inheritor of the cowboy myth in America – the cowboy and his faithful horse. Now it’s the tradesman or the farmer and his faithful pick-up. There is still a strong impulse for that to carry forward in much of America. The Rivian R1T and Canoo Pickup trucks aren’t necessary your faithful horse, but your surfing or camping buddy. They are lifestyle trucks. There is a subtle but very important difference.” 

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